Even the smallest adjustments can have a big impact
Implementing an omnichannel strategy can have a lot of moving pieces, and sometimes the smallest steps can lead to a big impact. Hear how Klaviyo Champion, Joseph Hsieh of Retention Commerce uses targeting rules to display a special text message sign-up form to email subscribers.
Use omnichannel tactics to increase ROI
Maybe you’ve already completed the classic text message pop-up technique. Don’t worry, we have a few more tricks up our sleeve to up your game. Explore how our fictionalized case study, SWAK Cosmetics used a series of tried and true multi-channel tactics to improve their overall metrics using Klaviyo’s advanced use cases playbook.
Awareness
Key goal: Build awareness of your brand to new potential customers and expand your email and text messaging lists.
SWAK strategy:
“Did you know: gently exfoliating before applying foundation makes your makeup look smoother?” asked the SWAK Cosmetics team in their Instagram story. After seeing a dip in engagement, SWAK Cosmetics reached out to another similar brand, NANI Health and Wellness, to drive a co-marketing campaign.
As part of their partnership, SWAK and NANI created a campaign that involved cross-promotion on social media; a national roadshow; and an integrated email, text, and mobile push campaign for both audiences. Each in-person event included a QR code that drove interested customers to sign up for text messages. To encourage even more customers to subscribe to text, the brands offered customers exclusive discounts and a SWAK freebie when they texted the word GLOW.
Resources:
- Check out Klaviyo Community Champion Gabrielle Pittman’s community post on how to power up a co-marketing initiative.
- Use subscribe links in QR codes.
Consideration
Key goal: Build trust and educate your customer on the value of your product or service. Ultimately, you want to influence their decision-making process as they move closer to making a purchase.
SWAK strategy:
Once SWAK Cosmetics completed their big push with NANI, they saw increased engagement. This stage is critical for SWAK Cosmetics to understand their customers and slowly nudge them to make a purchase. They used this as an opportunity to collect more robust data and really get to know their customers.
After collecting customer emails and phone numbers, SWAK had a carefully crafted welcome series that used buttons to create custom profile properties. These properties fed into more segmented communication through email, text, and promotional ads. Once on the site, SWAK used UTM trackers to surface on-site pop-up forms based on how the customers arrived to the site, which pages they browsed, and if they already subscribed to email, text, or both.
To increase conversions, SWAK A/B tested a couple flows to improve the site experience: one email drove customers to a landing page with the deals of the month (shown), and the other was a two-way text to answer any questions the customer may have.
Resources:
Purchase
Key goal: Build a positive customer experience, eliminate any buying friction, and build your social proof by collecting reviews from your new customer.
SWAK strategy:
In the past, SWAK Cosmetics overly focused on acquiring new customers rather than nurturing existing ones. Now, they've reimagined their post-purchase approach.
With every purchase, customers receive a personalized card from the founder, expressing gratitude on the front and offering usage tips on the back.
Shortly after delivery, an email or text invites customers to review the product. SWAK Cosmetics asks 1–2 custom questions in the review form to ask more about the customer’s personal style. Each answer is saved to their customer profile to personalize future communications and create a tailored experience for each customer.
Resources:
Retention
Key goal: Nurture customer loyalty by prioritizing proactive engagement and driving repeat purchases. Being able to retain existing customers is more cost-effective than acquiring new ones.
SWAK strategy:
To boost repeat purchases, SWAK Cosmetics conducted A/B tests for its text message strategy during vital downtime in the buyer's journey. By delving into the nuances of SMS versus MMS and promotional versus conversational copy, they unearthed valuable insights.
These insights, derived from meticulous testing, led the team to re-examine their back-in-stock flow and influenced the exploration of the classic back-in-stock flow. The team questioned whether emails or text messages were more effective in the back-in-stock flow and whether adding complementary items increased the customer’s AOV. Each test actively contributed to the optimization of the retention stage.
SWAK Cosmetics used historical data to send mobile push notifications, reminding customers to restock their favorite makeup products based on their purchase history, ensuring they never ran out before events. Each of these initiatives was more than a campaign; it was an active measurement of success.
Resources:
Advocacy
Key goal: Build lasting relationships with your engaged customers and turn them into advocates for your brand.
SWAK strategy:
SWAK Cosmetics took their customer engagement strategy to the next level, evolving customers from casual shoppers to super fans.
How? They hatched a plan to boost repeat purchases by integrating a loyalty program. The magic happened when customers, after purchasing 4 items, were tantalized with an "almost VIP" experience, just 1 more purchase and they'd unlock exclusive perks and rewards. The result? Turning ordinary shoppers into VIP superstars!
Resources:
- Bookmark our VIP course to take next.
Key takeaways
Each business is different, but we see a few key patterns across our most successful customers:
Strategic integration of multiple channels
Even subtle adjustments in a well-integrated omnichannel strategy can yield significant results. If you’re new to creating an omnichannel strategy, start small. Experiment by starting a sale with an early access text message to your subscribers versus sending an email reminder.
Test, test, test
Experimentation is your secret weapon. The more A/B tests that you run, the more you can find what works. Use Klaviyo’s analytics tools for a systematic way to capture your insights.
Data-driven personalization
Each data point you collect can be used to create a dynamic user experience. Don’t be shy to segment and experiment with smaller groups of customers. A spray-and-pray marketing strategy may have a large reach, but it could actually be detrimental to your brand.